A New Way of Riding
Blue Cross Blue Shield of Massachusetts tasked us with evaluating a naming rights sponsorship proposal for the Metro Boston Bike Share program, its effectiveness in solving the brand’s business challenges and the role of the asset in delivering against their corporate and marketing objectives.
By expanding bike share access to local communities, we strengthened the brand’s commitment to healthy living and to environmental sustainability, while making transportation more affordable for consumers.
Blue Cross Blue Shield, a pillar of the Boston community, supports the healthy well-being of all Bostonians. So when they needed the perfect partner to help them share their message, we tapped into an initiative that aligned with the brand’s passion for healthy living: the Metro Boston Bike Share program. We did the strategic legwork to prove that the sponsorship was the right fit for the brand, and got the partnership – and the bikes – on the road.
Since negotiating the deal with the rights holder, the cities of Boston, Cambridge, Somerville and the Town of Brookline, we have developed the brand’s go-to-market strategy, solidified Blue Bikes as a sub-brand within the brand architecture, and developed a creative visual identity system that will govern the partnership for the next 6 years.
increase in total trips between
2017 vs. 2018
social media impressions